True Religion

Overview

Premium denim showcase for True Religion. The creative combines lifestyle photography with close-up texture shots of the iconic horseshoe stitching, emphasizing the craftsmanship that justifies the price point. A fit-and-wash selector lets users browse the collection with GreenSock transitions between styles.

Context

The fit-and-wash selector was the most complex interactive element I built for a fashion account. Most product selectors are one-dimensional (pick a color, pick a size), but denim shoppers think in two dimensions: fit first (Skinny, Straight, Relaxed), then wash (Dark, Medium, Vintage). That created a matrix of image combinations. Each fit × wash pair needed its own product shot, and transitioning between them had to feel instant, not like loading a new page. I pre-cached all image combinations on ad open and used a swap-on-tap pattern. GreenSock fades out the current shot while fading in the selected one, and the CTA URL updates simultaneously with both fit and wash parameters baked in. The texture close-up section was simpler but required careful art direction. The denim stitch detail and wash variations needed to be large enough to show craftsmanship but not so zoomed in that they lost context.

How It Works

Engineering

Engineering Decisions